The Power of Purpose Driven Marketing

One of the major shifts in marketing that was readily apparent in many of the Super Bowl commercials is creating an emotional connection with the audience.

How one feels about your business brand is memorable, because it takes meaningful content to create that feeling.

Big brands are embracing purpose driven marketing because it’s proving to be a powerful differentiator in crowded markets, and for good reason.

Marketing Purpose Comes from Within

The reason purpose works to differentiate marketing is it’s not an idea created for a marketing campaign. It’s personal to the business; and it comes from within.

If you are a meditation or yoga practitioner you know these disciplines bring your attention inward, thereby liberating your most authentic qualities. When you focus on understanding yourself, you are then better equipped to help others.

The same holds for true for business.

You and your team have to do a self-inquiry to determine that one special and often personal human quality about your business that will resonate with your community.

The key is recognizing purpose isn’t a business quality, it’s personal.

Would you like some examples? Online retailer Zappos is known for having fun. Whole Foods cares about the local community. These are not business qualities. They are personal or social qualities that are part of the business culture.

The Authentic Truth Resonates with Customers

It is important not to overthink this. Your purpose doesn’t have to be overly unique, but it must be true.”

What’s true about your business that is somehow not being reflected in your marketing?

The authentic truth about a business always resonates with customers because it’s built into the fabric of the organization.

One of the advantages of embracing purpose driven marketing is that is unifies your marketing, sales, and customer service efforts. This instantly simplifies your social media marketing efforts, while also helping to better leverage the unique qualities of each respective social channel.

What’s exciting about purpose driven marketing is that singular focus provides clarity that simplifies, and that’s essential in our increasingly complex digital world.

Thus, it’s not surprising that a recent article in Advertising Age made a bold claim about purpose driven marketing: “This is the future of the industry.”

How does your business want its customers to feel?

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)  

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+.

Photo Credit

Celebrating the Small Business Community small business saturday

Tomorrow is Small Business Saturday.

It’s a day that may not necessarily be on the radar of of many consumers, but it is one that is especially important for local small businesses.

Small Business Saturday is an initiative that was created to bring greater awareness to the small businesses that form the foundation of the communities in which we work and live. This day is about more than business; it’s a celebration of community. 

Local businesses are more than commercial organizations; they are your neighbors, friends, and part of the same ecosystem that supports you.

Community Conversations are Moving Online

Every business, large or small, seeks to leverage the voice of the customer. Small businesses in particular are especially sensitive to earning the loyalty and trust of each and every customer, because this “word-of-mouth advertising” is often their primary means for attracting new buyers.

Thus, the seeds of social media marketing success are practically hard-wired into DNA of every small business. The challenge for them today is learning and adapting to these new digital technologies to nurture and leverage their local relationships to build their tribe.

Nurturing customer relationships is as vital ever – only now these community conversations are happening online.

Local Experiences are Personal

When you visit local stores you can access the energy and enthusiasm of not just the staff, but other patrons too. This the magic of community that Apple amplified with their retail stores that revolutionized retail.

Apple is one of the biggest brands in the world today because it designed its stores for a personalized customer experience.

Apple used their extensive creative and financial resources to take what is best about local retail to design an experience that engages buyers that are often fanatical about the Apple brand.

Personal care is what distinguishes every local small business. Yet, it’s a quality that Apple proved any business, large or small, can use to create an experience that feels personal.

And Zappos proved personal care works to build community even when a business is not local.

Technology is Making Business more Human

It is significant to note that awareness of many initiatives like Small Business Saturday would fall short without the power of social media for leveraging the collective voice of consumers. It is ironic that technology that once created barriers between people, and especially people and companies, now brings them together.

For small business to succeed in this increasingly competitive world, they have to develop more than a brand promise. There has to be an expectation of a friendlier and personal experience. That’s one of the hallmarks of small business.

The surest means for creating this expectation is not with traditional advertising or promotions, but direct experience. This is why it is so vital for local businesses to get buyers into the store. This is something that is more readily accomplished with content marketing than traditional advertising or promotions.

When I wrote Built-In Social: Essential Social Marketing Practices for Every Small Business, I focused on the local small businesses that I knew best, having founded and operated one myself for two-decades. The reason for this is these local, mainstream, small businesses are ideally suited for using this technology for making a difference in the communities they serve.

 Author Jeff Korhan at Anderson's Bookshop in  Naperville, IL before the local launch of Built-In Social

Author Jeff Korhan at Anderson’s Bookshop in Naperville, IL before the local launch of Built-In Social

I will be delighted if you purchased a copy from your local bookstore. If you happen to be near my local community of Naperville, IL, you may be able to grab one of the autographed copies still available from my local signing event at Anderson’s Bookshop.

About the Author:  Jeff Korhan, MBA, helps mainstream small businesses create exceptional customer experiences that accelerate business growth. Get more from Jeff on LinkedInTwitter and Google+.

Jeff is also the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)

Sell The Process that Sells Your Product

In competitive markets the differentiation of products and services is challenging, with many consumers not able discern a noticeable difference. This leads to commoditization and the aggressive price competition that naturally follows. The solution is to develop a process that profiles the unique characteristics and capabilities of your company – then lead your selling with […]

Read the full article

Personalization and Your Ideal Customer

People in general are attracted to those they resonate with. There is a perceived bond – a shared energy that may be subtle, yet nevertheless is often quite powerful for establishing a relationship of mutual trust. This is why personalization is now an essential consideration for every marketer that expects to build a sustainable business. […]

Read the full article